Established in Bath, UK, in 2009, Actual Experience plc operates as an analytics-as-a-service provider, delivering human experience management (HEM) and consulting solutions across both the United Kingdom and the United States. A cornerstone of its offering is the Analytics Cloud, which ingests data from digital users, applies sophisticated algorithms, and subsequently generates an objective score for digital experience quality, complete with supply chain diagnostics. The firm also assists clients with business impact assessments, enabling them to quantify the influence of digital performance on their top-tier business metrics, complemented by a continuous improvement service aimed at optimizing digital operations incrementally. Actual Experience specifically defines the "digital supply chain" as the aggregate of businesses and the technologies they deploy – encompassing networks, IT infrastructure, and applications – that collectively deliver a digital product or service. Its "digital user" offering denotes measurement software that end-users download to facilitate data collection.